Customer relationship management

Contributor(s):

Material type: Text

TextLanguage: English Publication details: New York ; London Routledge Taylor & Francis Group, 2019Description: xxiii, 444 pages : illustrations ; 25 cmISBN:

9781138498259

Subject(s):

Summary: Customer Relationship Management, Fourth Edition continues to be the go-to CRM guide explaining with unrivalled clarity what CRM is, its uses, benefits and implementation. Buttle and Maklan take a managerial perspective to track the role of CRM throughout the customer journey stages of acquisition, retention and development. Theoretically sound and managerially relevant, the book is liberally illustrated with examples of technology applications that support marketing, sales and service teams as they interact with customers, but assumes no deep technical knowledge on the reader's part. The book is structured around three core types of CRM - strategic, operational and analytical - and throughout each chapter, case illustrations of CRM in practice and images of CRM software demystify the technicalities. ; ; Ideal as a core textbook for advanced undergraduate and postgraduate students on CRM or related courses such as relationship marketing, digital marketing, customer experience management or key account management, the book is equally valuable to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management.

Holdings ( 1 )
Title notes ( 1 )

Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Book	TBS Barcelona Libre acceso	HF5415.5 BUT (Browse shelf(Opens below))	Available		B04135

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Previous	HF5415.335 PES El cliente maltratado	HF5415.335 PYP Métodos y técnicas para que le acepten los precios	HF5415.5 BRO CRM. Costumer Relationship Management	HF5415.5 BUT Customer relationship management	HF5415.5 COO Customer care excellence	HF5415.5 COO The entrepreneur's guide to customer development	HF5415.5 COO The entrepreneur's guide to customer development	Next

Customer Relationship Management, Fourth Edition continues to be the go-to CRM guide explaining with unrivalled clarity what CRM is, its uses, benefits and implementation. Buttle and Maklan take a managerial perspective to track the role of CRM throughout the customer journey stages of acquisition, retention and development. Theoretically sound and managerially relevant, the book is liberally illustrated with examples of technology applications that support marketing, sales and service teams as they interact with customers, but assumes no deep technical knowledge on the reader's part. The book is structured around three core types of CRM - strategic, operational and analytical - and throughout each chapter, case illustrations of CRM in practice and images of CRM software demystify the technicalities. ; ; Ideal as a core textbook for advanced undergraduate and postgraduate students on CRM or related courses such as relationship marketing, digital marketing, customer experience management or key account management, the book is equally valuable to industry professionals, managers involved in CRM programs and those pursuing professional qualifications or accreditation in marketing, sales or service management.